This document outlines 9 rules for effectively managing brand pages on Facebook based on an analysis of over 1000 posts from 30 international brands. The key findings are:
1) Brands that actively manage their community through regular posting, engaging content and community management practices see significantly higher interaction rates than less engaged brands.
2) Regular daily posting, even multiple times per day, drives more interactions than less frequent posting without causing spam issues.
3) Ensuring consistent posting frequency without long breaks maintains interaction rates.
4) Reposting popular content at different times maximizes reach within the fan base.
The document provides specific guidelines around optimal posting schedules, content types, and formats tailored for different industries to drive
22. Are brands implementing these rules ?
Top 5 implement a minimum of 5 of the rules while bottom 5 brands implement only a
maximum of 3 rules
www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73
23. NIKE
FOOTBALL-‐
RANKED
1/30
-‐
RULES
FOLLOWED:
5
Nike
Football
is
a
specific
brand
example
which
has
achieved
extremely
high
interac6on
rates
by
pos6ng
regularly
and
frequently.
Nike
has
been
successful
in
iden6fying
the
content
categories
which
are
most
effec6ve
in
genera6ng
interac6on
Sr.
No
Rule
Yes/No
1
Community
Manager
Yes
2
Frequent
pos6ngs
Yes
3
Regular
Pos6ngs
Yes
4
Re-‐pos6ng
important
content
No
5
Focus
on
proven
successful
types
of
Yes
content
6
Balance
between
short
term
No
commercial
brand
info
and
rela6onal
posts
7
Crea6ng
remarkable
posts
Yes
(
Great
6tles
an
d
visuals)
Types
of
Content
Number
of
Fans:
1651461
Count
of
Post
Average
6me
between
posts:
0.5
days
20
13
Interac6on
Rate
(
Total
Interac6on/1000
fans/Month)
:
1
1
117
External
News
Star
Connect
Feedback
Contest
24. NBA-‐
RANK
2/30
-‐
RULES
FOLLOWED:
6
NBA
generate
high
interac6on
thanks
to
its
rigour
in
following
the
rules
iden6fied.
Its
pos6ng
is
regular
and
frequent
as
well
as
focuses
on
successful
types
of
content
while
crea6ng
excep6onal
posts
to
keep
the
audiences
con6nuously
interested.
Sr.
No
Rule
Yes/No
1
Community
Manager
Yes
2
Frequent
pos6ngs
Yes
3
Regular
Pos6ngs
Yes
4
Re-‐pos6ng
important
content
No
5
Focus
on
proven
successful
types
of
Yes
content
6
Balance
between
short
term
Yes
commercial
brand
info
and
rela6onal
posts
7
Crea6ng
remarkable
posts
Yes
(
Great
6tles
an
d
visuals)
Types
of
Content
Number
of
Fans:
4158582
Count
of
Post
17
Average
6me
between
posts:
0.25
days
7
7
1
Interac6on
Rate
(
Total
Interac6on/1000
fans/Month)
:
107
Brand
News
Connect
Sale
Feedback
25. PLAYSTATION:
RANK
3/30
-‐
RULES
FOLLOWED:
6
Playsta6on
has
highest
frequency
between
posts
among
our
en6re
sample
set.
The
frequent
posts
and
diverse
and
cap6va6ng
content
keeps
the
consumers
coming
back
and
interac6ng
with
the
Playsta6on
community.
Sr.
No
Rule
Yes/No
1
Community
Manager
Yes
2
Frequent
pos6ngs
Yes
3
Regular
Pos6ngs
Yes
4
Re-‐pos6ng
important
content
No
5
Focus
on
proven
successful
types
of
Yes
content
6
Balance
between
short
term
Yes
commercial
brand
info
and
rela6onal
posts
7
Crea6ng
remarkable
posts
Yes
(
Great
6tles
an
d
visuals)
Types
of
Content
Number
of
Fans:
2228062
Count
of
Post
Average
6me
between
posts:
0.23
days
23
Interac6on
Rate
(
Total
Interac6on/1000
fans/Month)
:
60
6
4
2
Brand
News
Event
Sale
Connect
26. MINI
COOPER-‐
RANK
4/30
-‐
RULES
FOLLOWED:
6
Mini
Cooper
has
well
balanced
content
categories.
Its
high
interac6on
specifically
are
due
to
its
par6cular
focus
on
the
category
‘Feedback’,
which
encourages
the
fans
to
speak
to
the
brand
and
give
their
feedback
and
opinions
to
further
improve
the
Mini
experience.
Sr.
No
Rule
Yes/No
1
Community
Manager
Yes
2
Frequent
pos6ngs
Yes
3
Regular
Pos6ngs
Yes
4
Re-‐pos6ng
important
content
No
5
Focus
on
proven
successful
types
of
Yes
content
6
Balance
between
short
term
Yes
commercial
brand
info
and
rela6onal
posts
7
Crea6ng
remarkable
posts
Yes
(
Great
6tles
an
d
visuals)
Types
of
Content
Number
of
Fans:
331346
Count
of
Post
14
Average
6me
between
posts:
1.4
days
7
6
5
Interac6on
Rate
(
Total
Interac6on/1000
fans/Month)
:
38
1
1
Feedback
Event
Product
Contest
Connect
History
Promo6on
27. CADILLAC:
RANK
5/30
-‐
RULES
FOLLOWED:
7
Cadillac
has
a
balanced
por`olio
of
content
categories
with
regular
and
frequent
posts
as
well
as
repos6ng
important
contents.
Cadillac
follows
all
seven
rules
and
is
consequently
one
of
the
top
few
brands
in
terms
of
interac6on
rate.
Sr.
Rule
Yes/No
No
1
Community
Manager
Yes
2
Frequent
pos6ngs
Yes
3
Regular
Pos6ngs
Yes
4
Re-‐pos6ng
important
content
Yes
5
Focus
on
proven
successful
Yes
types
of
content
6
Balance
between
short
term
Yes
commercial
brand
info
and
rela6onal
posts
7
Crea6ng
remarkable
posts
Yes
(
Great
6tles
an
d
visuals)
Count
of
Post
Number
of
Fans:
168475
Count
of
Post
11
Average
6me
between
posts:
2.5
days
9
4
4
3
1
1
1
Interac6on
Rate
(
Total
Interac6on/1000
fans/
Promo6on
Website
Connect
App
Event
Feedback
Campaign
History
Product
Month)
:
32
28. REESE:
RANK
26/30
-‐
RULES
FOLLOWED:
3
Reese
is
a
great
example
to
illustrate
that
while
balancing
short
term
commercial
brand
informa6on
and
rela6onal
posts
is
good,
it
is
impossible
to
achieve
success
on
Facebook
without
keeping
regular
contact
with
fans.
Sr.
No
Rule
Yes/No
1
Community
Manager
Yes
2
Frequent
pos6ngs
No
3
Regular
Pos6ngs
No
4
Re-‐pos6ng
important
content
No
5
Focus
on
proven
successful
types
of
Yes
content
6
Balance
between
short
term
Yes
commercial
brand
info
and
rela6onal
posts
7
Crea6ng
remarkable
posts
No
(
Great
6tles
an
d
visuals)
Types
of
Content
Number
of
Fans:
3478331
Count
of
Post
16
Average
6me
between
posts:
5
days
11
3
Interac6on
Rate
(
Total
Interac6on/1000
fans/Month)
:
1
1
1
3,61
Connect
Campaign
Contest
CSR
Event
Product
Promo6on
29. BEN
&
JERRY’S:
RANK
27/30
-‐
RULES
FOLLOWED:2
Ben
&
Jerry’s,
in
spite
of
a
large
number
of
fans,
fail
to
generate
interest
due
to
poor
community
management.
There
is
no
specifically
interes6ng
content
for
the
fans,
the
main
focus
being
its
CSR
ac6vi6es.
Ben
&
Jerry’s
also
lacks
regular
feeds
to
keep
the
consumers
hooked
Sr.
No
Rule
Yes/No
1
Community
Manager
Yes
2
Frequent
pos6ngs
No
3
Regular
Pos6ngs
No
4
Re-‐pos6ng
important
content
Yes
5
Focus
on
proven
successful
types
of
No
content
6
Balance
between
short
term
No
commercial
brand
info
and
rela6onal
posts
7
Crea6ng
remarkable
posts
No
(
Great
6tles
an
d
visuals)
Number
of
Fans:
1526208
Average
6me
between
posts:
15
days
Interac6on
Rate
(
Total
Interac6on/1000
fans/Month)
:
1,33
30. Mc
DONALD’S
:
RANK
28/30
-‐
RULES
FOLLOWED:1
Mc
Donald’s
has
extremely
low
interac6on
rates
because
of
lack
of
frequency
and
irregularity
in
posts
and
lack
of
focus
on
any
successful
type
of
content
category.
Sr.
No
Rule
Yes/No
1
Community
Manager
No
2
Frequent
pos6ngs
No
3
Regular
Pos6ngs
No
4
Re-‐pos6ng
important
content
No
5
Focus
on
proven
successful
types
of
No
content
6
Balance
between
short
term
Yes
commercial
brand
info
and
rela6onal
posts
7
Crea6ng
remarkable
posts
No
(
Great
6tles
an
d
visuals)
Types
of
Content
Number
of
Fans:
2535862
Count
of
Post
5
3
3
Average
6me
between
posts:
24
days
2
2
1
1
1
Interac6on
Rate
(
Total
Interac6on/1000
fans/Month)
:
Promo6on
Contest
Brand
Connect
Fes6val
Event
Campaign
CSR
News
Product
1,32
31. PRINGLES:
RANK
29/30
-‐
RULES
FOLLOWED:
3
Pringles
has
excellent
focus
in
crea6ng
remarkable
posts
and
focusing
on
successful
types
on
content.
But,
without
regular
posts
and
balance
between
different
content
categories
it
is
not
successful.
Sr.
No
Rule
Yes/No
1
Community
Manager
Yes
2
Frequent
pos6ngs
No
3
Regular
Pos6ngs
No
4
Re-‐pos6ng
important
content
No
5
Focus
on
proven
successful
types
of
Yes
content
6
Balance
between
short
term
commercial
brand
info
and
rela6onal
posts
No
7
Crea6ng
remarkable
posts
Yes
(
Great
6tles
an
d
visuals)
Types
of
Content
Number
of
Fans:
4596957
Types
of
Content
16
Average
6me
between
posts:
17
days
6
Interac6on
Rate
(
Total
Interac6on/1000
fans/Month)
:
3
1
1
1,32
Campaign
Feedback
Connect
Event
Star
Connect
32. RAY
BAN-‐
RANK
30/30
-‐
RULES
FOLLOWED:
0
Ray
Ban
has
the
lowest
interac6on
rate
within
our
sample
size,
primarily
because
of
the
non-‐applica6on
of
the
rules
and
its
focus
on
miscellaneous
content
unrelated
to
its
brand.
Sr.
No
Rule
Yes/No
1
Community
Manager
No
2
Frequent
pos6ngs
No
3
Regular
Pos6ngs
No
4
Re-‐pos6ng
important
content
No
5
Focus
on
proven
successful
types
of
No
content
6
Balance
between
short
term
No
commercial
brand
info
and
rela6onal
posts
7
Crea6ng
remarkable
posts
No
(
Great
6tles
an
d
visuals)
Number
of
Fans:
1230104
Average
6me
between
posts:
12
days
Interac6on
Rate
(
Total
Interac6on/1000
fans/Month)
:
1,11